I often share one of my favorite analogies from my friend and the first high-level mentor I ever invested in, Lorrie Morgan-Ferrero. She says that copy is the DNA of all marketing materials. Think about that for a minute… Imagine stripping away the words from any broadcast radio or televisions script, print ad, brochure, website, billboard, business card… well, you get the idea. As you imagine advertising, marketing and promotional pieces without words you begin to realize how important your copy really is.What you must know before creating your #copy Click To Tweet
If you think “everyone” is your target or prospective market, your copy will be watered down. Vanilla, if you will. Bland copy doesn’t build relationships or capture attention and a broad approach to capturing your market is kind of like trapshooting. Hit and miss. Unless, of course, you’re a sharpshooter or in this case a professional copywriter who can skillfully reach your desired target and help you connect (and even the best copywriters still need you to be clear about your ideal client).
So, give some serious consideration to who you want to reach BEFORE you begin writing. Consider your ideal clients. Hone your marketing skills to become laser focused on who you really want to work with and how you will be of service and benefit them. The bottom line is (and this related directly to the success of any campaign): The more clarity you have about who you want to do business with, the easier it will be to connect with them. Here’s another resource to help you discover the “hot buttons” of your ideal clients.
- Think about your business and who you ultimately want to work with.
- Consider all the entities of your business, products, services etc. (Note: Some of your products or services may have different ideal clients)
- Create a profile of your ideal client so you can craft marketing materials that speak directly to their needs.